They Tweet For Customers

Businesses are increasingly using Facebook, Twitter and other social networking sites to attract consumers in an environment where the Internet has taken over traditional advertising.

Patrick Henry Mall opened a Facebook account in March. The mall's page includes events, sales, promotions and store openings. It had 105 fans as of Wednesday morning.

"The Facebook page almost serves as a focus group for our mall," said Lisa Pellicciotta, regional marketing director for PREIT, which owns the Newport News mall. "It allows us to ask questions or poll our shoppers to see what they feel we are doing right, as well as areas we could improve."

Social networking has increasingly become an extra marketing arm for businesses trying to reach consumers.

"Social media is an integral part of a marketing plan," Pellicciotta said. "Just as radio ads and print ads were a must in the '90s, it is imperative that social media be included today in 2009."

Pellicciotta thinks the page will attract more business to the mall because people are able to see which merchants the shoppers prefer. "Facebook only" promotions will also drive shoppers to the mall, she said.

While Sentara Healthcare uses Facebook and Twitter to publicize health screenings and events, it's also used as an educational tool.

During a recent webcast of a kidney transplant, people could log on to Twitter and follow the operation.

Viewers asked questions during the procedure, and a doctor provided answers.

Sentara has 900 followers on Twitter. During the H1N1 pandemic, Sentara posted updates on its Facebook page, which has 342 fans.

Sentara marketing consultants Amy Sandoval and Robin Crane said social media serves as a two-way street.

"It's more than a social media tool, but a collaborative tool about how they can help us improve patient care," Crane said.

In the future, the Norfolk-based health system plans to respond to customer comments.

Sandoval said the public's attitude toward sites like Facebook and Twitter is changing.

"I think a lot of people are just now beginning to recognize that Facebook and Twitter are not just for people who sit on the computer all day," Sandoval said.

At Newport News/Williamsburg International Airport, Facebook is used mostly to inform customers about flight service or terminal changes.

So far, 202 fans have joined the airport's group.

The airport uses Twitter as a tool to post if an airline is having a sale or if a storm is expected to hit the area.

"It's more immediate than even Facebook," said Jessica Wharton, director of marketing and public affairs for the Newport News airport.

"I think we're definitely looking at the Internet as a way to reach out to consumers," said Wharton, adding that the airport also plans to incorporate Facebook and Twitter in advertising.

A few weeks ago, the airport used Facebook to alert customers to a new coffee bar.

"Next time you fly out stop by for a latte, a mocha or whatever it is you like!" the post reads.